Xin Lang Cai Jing·2025-10-29 14:20Core Viewpoint - The recent rumors regarding JD.com enforcing a "choose one" policy during the Double Eleven shopping festival have been denied by the company, which claims that its pricing strategy is aimed at ensuring competitive prices for consumers [2][3][5]. Group 1: Company Responses - JD.com has stated that the rumors about imposing hefty fines on brands like Midea and enforcing a "choose one" policy are unfounded, clarifying that it only requires prices on its platform to be competitive with other platforms [2][3]. - Midea has denied any claims of being fined by JD.com, asserting that the information circulating online is false [5]. Group 2: Market Context - The controversy has sparked the beginning of this year's price war for the Double Eleven shopping festival, with JD.com starting its promotions on October 9, five days earlier than last year [5]. - JD.com's Q2 2025 earnings report indicated a revenue of 356.7 billion yuan, a 22.4% increase year-over-year, while net profit decreased by 51% to 6.2 billion yuan [5]. - In contrast, Douyin's e-commerce reported a 75% increase in the number of merchants participating in the first day of the Double Eleven promotion, with brands achieving over 1 billion yuan in sales increasing by 800% [6].